“Grey London launched a campaign for Old El Paso, showing viewers how to “Cook Like the Locals.”
The campaign marks the agency’s first work since being tasked with lead creative duties for General Mills UKIN. It is centered around a series of lengthy online spots promoting the brand’s new Restaurante range, with each spot set in the location where the dish was first created, including the Baja California coastal region and Puebla. The spots follow Lyme Regis fishmonger Simon Bennett and Gosforth butcher Charlotte Harbottle through their Mexican travels exploring the origins of the recipes in the Restaurante range. The food-focused travel videos will run on video-on-demand platforms, as pre-roll ads and as sponsored posts on social media. Supporting campaign elements include additional videos full of cooking tips. social media, PR, digital and in-store activation, blogger outreach and a media partnership with The Guardian through UM London.
“Our new Old El Paso Restaurante Range is inspired by authentic, traditional Mexican recipes and we wanted this campaign to hero that,” General Mills senior brand manager Katy Jones told LBB. The team at Grey understood that from the start, and the Cook Like the Locals concept is spot on. We hope this beautifully filmed, content-rich campaign inspires everyone who watches it to cook like the locals as much as the locations, people and recipes in it have inspired our products.”
Credits:
CREATIVE AGENCY: Grey London
EXECUTIVE CREATIVE DIRECTOR: Ben Clapp
COPYWRITER: Ben Buswell
BUSINESS DIRECTOR : Tamara Bennett
ART DIRECTOR: Andrew Singleton
PRODUCER: Jennifer Gillen
PLANNER: Andy Hyland
ACCOUNT EXECUTIVE: Seb Cohen
ACCOUNT DIRECTOR: Erika Bataillard
MEDIA AGENCY: UM
PLANNER: Maxim Kabakov
PRODUCTION COMPANY: Firecracker
DOP: Dave Miller
DIRECTOR: Rod Main
PRODUCER: Jayde Thomas
MUSIC AND SOUND
AUDIO POST PRODUCTION: Greyworks
OFFLINE
EDITOR: Matt Newman, Craig Coole and Michele Difrancesco
POST PRODUCTION HOUSE: Hogarth